North Loop has a new, hip logo to match its surroundings and shifting demographic: namely, iconic letters that recall the area's industrial warehouse history with a nod to the influx of residents.
"It's important to have something that connects people to the place that they live," said Lisa Goldson Armstrong, co-chair of North Loop Neighborhood Association's identity committee. "The old logo was a trolley that used to run through the area; that was tied to history, but not the current neighborhood. We wanted to have a logo that was not just in the past, but embraced the history, the architecture and the people."
Goldson Armstrong and co-chair Mary Beth George worked with Downtown design firm Little and Company, 1201 Marquette Ave., to come up with the concept and a "style guide" to go along with it. The committee and designers used feedback from a neighborhood survey of North Loopers' self-identification, and what they wanted the neighborhood to be, Goldson Armstrong said.
There was even talk of changing the neighborhood's name, but the North Loop moniker stuck since it "had history and relevance to new things," Goldson Armstrong noted.
She said the next step is to get businesses and residents to embrace the design.
The neighborhood group will officially launch the new logo at an event later in the summer. Soon after, residents and visitors will start seeing the icon on signs and street banners, neighborhood publications and letterhead, and, hopefully, at local businesses.
The neighborhood association hopes that businesses will want to use the logo in their advertising and as a part of their identity, Goldson Armstrong said. Edina Realty has talked about handing out t-shirts bearing the design, she said, and eventually "a whole ensemble of attire" could be available.
The North Loop neighborhood is bounded by Lyndale Avenue North, the Mississippi River, I-94, Hennepin Avenue South, Washington Avenue North and 3rd. Avenue North.